The mobile video experience: A viewer’s journey from discovery to advocacy

1. The Mobile Video Experience A mobile viewer’s journey from discovery to advocacy 1

2. Industry Status and Growth Drivers Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy The first three sections cover rise of mobile as a medium to watch videos and the factors driving its growth PART 1 How does mobile compare against desktop in video usage? How big will the US mobile video market be in 2019? What’s driving the growth of mobile video?

3. Consumer Experience Journey from Discovery to Advocacy Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy The last four sections map out a mobile video viewer’s journey from discovery of the video to sharing it on social media platforms. PART 2 How and where do people ﬁnd mobile videos? What inﬂuences people to watch a mobile video? How, when, and where do people watch mobile videos? Are people willing to pay for mobile videos? What kind of ads do people want with mobile video? How do people engage online after watching a video?

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5. Mobile vs Desktop Video 1 How does mobile compare against desktop in video usage? Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy 5

6. Mobile drives growth of online video usage • Growth in laptop and desktop usage for video viewing has stagnated and is expected to remain 72% in 2015 - same as 2014. • Smartphone and tablet usage for video viewing has more than doubled since 2013 reaching 56% and 48% respectively. % monthly users of online video by device type Devices used to view online video on a monthly basis Source: Adobe, 2015 25% 48% 56% 56% 72% 22% 41% 46% 48% 72% 13% 23% 26% 27% 69% 2013 2014 2015 Laptop/Desktop Internet Connected TV Smartphone Tablet iPod Touch +10 +7 Mobile vs Desktop Video 6 Click to download this report in PowerPoint and Keynote formats

7. People spend more time with mobile video • People spend 39 minutes a day on average watching videos on mobile devices - smartphones (17 min) and tablets (22 min). • Tablet is the fastest growing device for video (119.8% growth rate) followed by smartphones (81.1%). time spent watching videos in minutes by device type Average time spent per day with online video by device type Source: eMarketer, 2015 2011 2012 2013 2014 2015 13 min 9 min 7 min 6 min 6 min 24 min 24 min 22 min 21 min 12 min 17 min 12 min 8 min 4 min 2 min 22 min18 min 13 min 4 min1 min Tablet Smartphone Desktop/Laptop Other connected devices CAGR (2011-2015) 22.9% 18.6% 81.1% 119.8% Mobile Devices 39 min Mobile vs Desktop Video 7 Click to download this report in PowerPoint and Keynote formats

8. 94% 93% 91% 88% 86% 85% 83% 81% 77% 76% 73% 72% 69% 67% 64% 61% 58% 55% 52% 50% 5% 7% 8% 12% 13% 15% 17% 20% 22% 23% 26% 26% 30% 33% 36% 39% 42% 45% 47% 50% Mobile Desktop Mobile video to surpass desktop video in 2016 • Mobile share of online video is estimated to reach 39% by end of 2015 - up from 26% in 2014. • Mobile share of online video (50.2%) will surpass desktop share (49.8%) in 2016. % share of online video starts by device type US consumer video consumption share by device Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2012 2013 2014 2015 2016 Source: IAB & GfK, 2015 Q4 2016 Mobile Projected Share 50.2% Mobile vs Desktop Video 8 Click to download this report in PowerPoint and Keynote formats

10. Sizing the Future of Mobile Video 2 How big will the US mobile video market be in 2019? Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy 10

11. 50% smartphone video penetration in 2019 • Smartphone video is estimated to reach half (50%) of all smartphone owners by end of 2019. • The number of smartphone video viewers will cross 100 million in 2015 and grow to 137 million in 2019. % penetration among smartphone owners and smartphone video viewers in millions US smartphone video market projections to 2019 Source: eMarketer, 2015 Smartphone video penetration (%) Smartphone video viewers (millions) 137 mn131 mn124 mn117 mn107 mn94 mn77 mn 50%49% 47% 45% 42% 37% 31%31% 37% 42% 45% 47% 49% 50% 2013 2014 2015 2016 2017 2018 2019 Sizing the Future of Mobile Video 11 Click to download this report in PowerPoint and Keynote formats

12. Tablet video viewers cross 100 million mark • Tablet video is estimated to reach nearly seven in ten (67%) of all tablet owners by end of 2019. • The number of tablet video viewers will cross 100 million in 2015 and grow to 120 million in 2019. % penetration among tablet owners and tablet video viewers in millions US tablet video market projections to 2019 Source: eMarketer, 2015 Tablet video penetration (%) Tablet video viewers (millions) 120 mn116 mn112 mn107 mn101 mn89 mn77 mn 67%66%65%64%63% 60% 58%58% 60% 63% 64% 65% 66% 67% 2013 2014 2015 2016 2017 2018 2019 Sizing the Future of Mobile Video 12 Click to download this report in PowerPoint and Keynote formats

14. Mobile Video Growth Drivers 3 What’s driving the growth of mobile video? Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy 14

15. Mobile video faces opportunities & barriers • The growth drivers of mobile video are higher frequency (35%), short videos (31%), and switching TV for the smaller screen (22%). • The biggest barrier to mobile video growth is limited data plans (22%) making consumers depend on wi-ﬁ (40%) for mobile video. % mobile video viewers who agree with given statement Mobile video growth drivers and barriers Source: onDevice, 2015 22% 40% 22% 27% 31% 35% I watch more mobile videos a day now than a year ago I watch short videos on my mobile device I watch more videos since I got 4G I watch less TV because of mobile video I only watch mobile video on a wi-ﬁ connection I’d watch more if it didn’t use up my data plan GROWTH DRIVERS • Higher frequency • Short Videos • 4G network • Substitute for TV GROWTH BARRIERS • Limited Data Plan Mobile Video Growth Drivers 15 Click to download this report in PowerPoint and Keynote formats

16. US leads in mobile video growth drivers • Highest growth in usage frequency comes from the US & Canada market (46%). • US & Canada market also face greater growth obstacle with limited data plan (28%). % mobile video viewers who agree with given statement Mobile video growth drivers and barriers Source: onDevice, 2015 28% 41% 23% 29% 35% 46% I watch more mobile video than a year ago I watch short videos on my mobile device I watch more videos since I got 4G I watch less TV because of mobile I only watch mobile video on wi-ﬁ I’d watch more if it didn’t use up my data Mobile Video Growth Drivers 23% 35% 21% 25% 31% 35% 28% 47% 22% 23% 27% 32% 14% 47% 23% 25% 27% 34% US & Canada Europe Latin America East Asia 31% 40% 16% 18% 35% 37% AUZ & NZ 16 Click to download this report in PowerPoint and Keynote formats

17. Heavy video users drive daily consumption • Heavy users, those who watch mobile video at least once a day, make up 58% of short form & 36% of long form viewers. % smartphone owners who watch mobile video by frequency Mobile video usage frequency for short and long form videos Source: onDevice, 2015 Short form (Under 5 minutes) Long form (5 minutes or more) 17% 33% 18% 24% 21% 22% 9% 7% 12% 7% 5% 2% 11% 4% 8%1% Never Less than once a month Monthly A few times a month Weekly A few times a week Daily Several times a day Heavy Users 36%Heavy Users 58% Mobile Video Growth Drivers 17 Click to download this report in PowerPoint and Keynote formats

18. US over index for daily short video viewers • US & Canada are more likely to have heavy mobile video viewers of short videos (60%) compared to global average (58%). • Latin America leads in heavy users for both short (61%) and long (41%) form video. % smartphone owners who watch mobile video at least daily by region Daily mobile video viewers by region Source: onDevice, 2015 Global US & Canada Europe Latin America Australia and NewZealand East Asia 31%29% 41% 37% 31% 36% 43% 55% 61%60%60%58% Short form (< 5min) Long form (> 5min) Mobile Video Growth Drivers 18 Click to download this report in PowerPoint and Keynote formats

19. People prefer smartphones for short videos • People use smartphones to watch short form videos like user generated clips (51%) , news/weather (51%), and music videos (47%). • People use tablets to watch long form videos like TV shows (47%) and movies (42%). % smartphone and tablet owners who watch mobile video by type of video Type of video streamed by mobile device Source: IAB, 2015 Mobile Video Growth Drivers 14% 19% 25% 26% 26% 37% 40% 42% 47% 51% 51%User generated short clips News/Weather Music videos How-to videos Movie trailers Show clips TV shows Movies Cartoons/Children’s shows Online only shows/Webisodes Live sports games 14% 31% 34% 34% 35% 38% 39% 40% 40% 42% 47%TV shows Movies Movie trailers User generated short clips Music videos News/Weather Show clips How-to videos Online only shows/Webisodes Cartoons/Children’s shows Live sports games Smartphone Tablets Short Form Online Videos Long Form Online Videos 19 Click to download this report in PowerPoint and Keynote formats

20. 4G drives mobile video consumption • Acquiring a new 4G connection boosted consumer usage of streaming video (33%), sharing video (15%), and video calling (14%) • 4G consumers also increased usage of email (48%), streaming music (45%), social networking (44%), and navigation (42%). % mobile device owners who use a 4G network Activities conducted more frequently since subscribing to 4G Source: Deloitte, 2015 9% 11% 14% 15% 17% 21% 23% 26% 30% 33% 42% 42% 44% 45% 48%Email Stream music / listen to radio Social networking Navigation Search for information Watch video Browse shopping sites Instant messaging Read news Upload or send photos Online games Upload or send video Video calling Upload or send large ﬁles VOIP A third of 4G subscribers watched more video Mobile Video Growth Drivers 20 Click to download this report in PowerPoint and Keynote formats

21. Mobile video traffic beats social media • Downloading, uploading and streaming mobile video drives more than a quarter (28%) of 4G traffic in the UK. • Traffic from social media (28%), music and apps (7%) lag behind mobile video share of 4G traffic. % of total 4G traffic UK 4G mobile traffic share by activity Source: TNS, 2015 7% 5% 7% 23% 28% 30% Web and Email Video (download, upload, stream) Social Media Music and Apps (download, stream) File sharing and storage Other Mobile video usage beats social media, music & apps Mobile Video Growth Drivers 21 Click to download this report in PowerPoint and Keynote formats

22. Mobile influences decision to cancel pay-TV • Online video influenced more than three quarters (76%) of TV subscription cancellations. • Mobile video, in particular, influenced over half (53%) of cord cutting. % US consumers who cancelled their Tv subscription or haven’t gotten one ever Online and mobile video influence on TV subscription Source: IAB & GfK, 2015 Cancelled TV subscription Never had a TV subscription 35% 48% 39% 28% 26%24% Not at all important Somewhat important Very important Important 65% Important 76% Mobile Video Growth Drivers Cancelled TV subscription Never had a TV subscription 20%21% 43% 32% 37% 47% Important 53% Important 63% All online video Mobile online video 22 Click to download this report in PowerPoint and Keynote formats

23. Mobile video content perceived as desirable • Mobile video content is viewed as innovative and unique for young consumers. • Regular television content is perceived as traditional and generic for older consumers. % smartphone owners who watch mobile video at least daily by region Daily mobile video viewers by region Source: IAB & GfK, 2015 For anywhere Innovative Younger New Unique Content Up and coming Exciting Leaders For home Traditional Older Old Generic content Outdated Predictable Followers Mobile video content Regular television Neutral Perception Non-Desirable PerceptionDesirable Perception Mobile Video Growth Drivers DesirableAttributes Non-DesirableAttributes 23 Click to download this report in PowerPoint and Keynote formats

24. Millennials drive live streaming video app usage • More than one in ﬁve (21%) smartphone owners have used or plan to use Periscope or Meerkat to view live streams. • Half of all Periscope/Meerkat users and interested users are 18-34 year olds Millennials most likely to be male (24%). % of mobile phone owners who use or are interested in using Periscope/Meerkat Reasons people use or are interested in using Periscope/Meerkat Mobile Video Ads Source: Horizon Media, 2015 Mobile Video Growth Drivers 7% 16% 25% 50% 19% 24% 21%Total Male Female 18-34 35-49 50-64 65+ Millennials drive usage and interest in Periscope/Meerkat 24 Click to download this report in PowerPoint and Keynote formats

25. Ease of use and novelty drives use of Periscope • Consumers use or are interested in using live streaming apps because they are free (59%), easy to use (43%), and new (42%). • A small group of consumers also value its role in staying in touch with friends and family (32%). % of mobile phone owners who use or are interested in using Periscope/Meerkat Reasons people use or are interested in using Periscope/Meerkat Mobile Video Ads Source: Horizon Media, 2015 Mobile Video Growth Drivers 32% 33% 39% 42% 43% 59%The apps are free It’s an easy way to share live events in real time It’s a new way to see what’s going on in the world General interest in tech innovations The live aspect (seeing things go awry) Good way to keep tabs on friends/family 25 Click to download this report in PowerPoint and Keynote formats

27. Mobile Video Discovery 4 How and where do people find mobile videos? Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy 27

28. Word of mouth drives mobile video discovery • Word of mouth drives mobile video discovery for more than half (53%) of all viewers. • People also come across mobile video via social media (42%), links (29%), and mobile ads (24%). % mobile video viewers who found and watched video while not actively looking Top mobile video discovery sources - Unintentional Browsing* Source: IAB & GfK, 2015 22% 22% 22% 24% 29% 42% 53%Friends, relatives & word of mouth Social media sites like Facebook, Twitter Tapping on links I stumble upon Mobile ads I come across Recommendation on video apps like Youtube Mobile search results Reading about the video in a news app Mobile Video Discovery Ofﬂine is the top source of mobile video discovery Unintentional Browsing* People come across videos without actively looking for one 28 Click to download this report in PowerPoint and Keynote formats

29. Video content providers are top discovery platform • Consumers turn to video content providers (72%) to ﬁnd videos they want to watch with YouTube (62%) leading the way. • Social media (42%) and search (20%) are also key platforms that attract mobile viewers looking to watch videos. % mobile video viewers who found and watched video while actively looking for one Top mobile video discovery sources - Intentional Browsing* Source: onDevice, 2015 Mobile Video Discovery 10%11%12%14% 20% 42% 13% 62% 72% Video Content Providers YouTube TV network apps Socia media sites Mobile search results Mobile ads Ads on news apps Ads on mobile browser Ads on info giving apps Intentional Browsing* People go online to look for a video they would like to watch Ads are least effective in enabling mobile video discovery 29 Click to download this report in PowerPoint and Keynote formats

30. Video content providers lead across all markets • Consumers across all markets turn to video content providers to ﬁnd videos to watch on their mobile devices. • Consumers in East Asia are least likely to turn to social media sites (26%) and instead rely on mobile search (26%) to ﬁnd videos. % mobile video viewers who found and watched video while actively looking for one Top mobile video discovery platform by region Source: onDevice, 2015 Mobile Video Discovery 26%26% 72% 15% 46% 71% 18% 40% 74% 20% 44% 72% 20% 43% 75% US & Canada Europe Latin America Australia & New Zealand East Asia Video Content Providers Socia media sites Mobile search results Video Content providers dominate globally in mobile video discovery 30 Click to download this report in PowerPoint and Keynote formats

32. Mobile Video Influence 5 What influences people’s decision to watch a mobile video? Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy 32

33. Leisure & relaxation inﬂuence decision to watch • People watch mobile videos to kill time when free (41%), to unwind (38%) or relax after work (31%). • People are also motivated to watch mobile videos if they have been waiting for the video to be released (32%). % mobile video viewers by reason for watching Top reasons for watching mobile video Source: IAB & GfK, 2015 20% 22% 24% 25% 31% 32% 38% 41%I am free and have nothing to do I am in the mood to unwind I’ve been looking forward to this video I watch to relax after work/homework I got drawn in after tapping a link It’s relevant to my hobbies & interests It’s not available on TV I don’t have pay-TV Mobile Video Influence Decision to watch video depends on the person’s State of Mind Unintentional Browsing* People come across videos without actively looking for one 33 Click to download this report in PowerPoint and Keynote formats

34. Short form music & funny viral videos attract viewers • People watch music videos (49%) and short viral videos (49%) on their smartphones above all other video types. • When it comes to long form content, consumers watch full TV show episodes (23%) and full length movies (21%) on mobile. % mobile video viewers who watched video by type of video Inﬂuence of video type on decision to watch a video Source: onDevice, 2015 Mobile Video Influence 21%22%22%23% 27%27% 29%29% 41% 49%49% Music video Funny short viral video Movie trailer How-to video Sports Commercial News Full TV show episode Video by friend/family Short TV show clip Full length movie People just as likely to watch viral shorts as music videos A small group of people also watch long form videos on their mobile devices 34 Click to download this report in PowerPoint and Keynote formats

35. US and Canada lead in short form video viewers • Consumers in US & Canada are most likely to watch music video (57%), funny virals (60%), and movie trailers (55%). • Funny virals drive short form video in english speaking markets of US & Canada (60%) & Australia & New Zealand (59%). % mobile video viewers who watched video by type of video Top three most watched short form videos by region Source: onDevice, 2015 US & Canada Europe Latin America Australia & New Zealand East Asia 24% 46% 39%40% 55% 30% 59% 48%48% 60% 40% 51%52% 48% 57% Music video Funny short viral Movie trailer Mobile Video Influence US & CANADA #1 in all top three short form videos 35 Click to download this report in PowerPoint and Keynote formats

36. People prefer watching funny virals the most • Consumers would choose watching funny virals (22%) to music (16%) or sports videos (11%). % mobile video viewers who would pick video to watch by type of video Top ﬁve most preferred videos to watch Source: onDevice, 2015 Mobile Video Influence 6%6% 11% 16% 22% Funny short viral Music Video Sports Movie trailer How-to video 36 Click to download this report in PowerPoint and Keynote formats

37. Funny virals drive short form mobile video in US • Viewers prefer funny virals in English speaking markets of US & Canada (25%) & Australia & New Zealand (30%). % mobile video viewers who would pick video to watch by region Top two most preferred short form videos by region Source: onDevice, 2015 US & Canada Europe Latin America Australia & New Zealand East Asia 15% 12% 21% 16%15% 9% 30% 20% 22% 25% Funny short viral Music video Mobile Video Influence Preference for funny virals over music videos is most prominent in English speaking markets 37 Click to download this report in PowerPoint and Keynote formats

38. US leads in mobile viewing of full TV episodes • Consumers in the US & Canada are most likely to watch full TV episodes on their mobile deices (30%). • East Asian consumers lead in watching full length movies on their mobile devices (34%). % mobile video viewers who watched video by type of video Most watched long form videos by region Source: onDevice, 2015 Global US & Canada Europe Latin America Australia & New Zealand East Asia 34% 23%23% 19%20%21% 23%23%22%23% 30% 23% Full TV show episode Full length movie Mobile Video Influence #1 for full TV show episode watched on a mobile device #1 for full length movies watched on a mobile device 38 Click to download this report in PowerPoint and Keynote formats

40. Mobile Video Consumption 6 How, when, and where do people watch mobile videos? Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy 40

41. People mostly view mobile videos on apps • Consumers overwhelmingly prefer mobile apps (48%) over mobile websites (18%) to watch videos on their mobile devices. • US lags behind other regions in adopting mobile apps for video consumption (44%). % mobile video viewers who watched video by type of medium used Mobile video consumption medium - Mobile Apps vs Mobile Websites Source: onDevice, 2015 Global US & Canada Europe Latin America Australia & New Zealand East Asia Mobile Video Consumption 49%49%52%47%44%48% 20%20% 21% 21%26%22% 19%19%16%19%21%18% 12%13%11%13%10%12% Don't know Mostly use mobile web Use mobile web and apps equally Mostly use mobile apps Mostly use mobile apps 41 Click to download this report in PowerPoint and Keynote formats

42. Mobile video viewing peaks at prime time • Mobile video consumption peaks at prime time (8PM-11PM) across all markets including the US & Canada (48%). • US & Canada, as well as Australia and New Zealand, start peaking earlier (48% and 42% at 5PM-8PM) than other regions . % mobile video viewers who watched video by time of viewing Mobile video consumption by time of day Source: onDevice, 2015 Early Morning (5AM - 7:59AM) Morning (8AM - 10:59AM) Noon (11AM - 1:59PM) Afternoon (2PM - 4:59PM) Evening (5PM - 7:59PM) Night (8PM - 10:59PM) Late Night (11PM - 1:59AM) Very Late Night (2AM - 4:59AM) Mobile Video Consumption 8% 27% 51% 27%26% 21% 16% 10% 7% 20% 47% 42% 33% 20% 18% 14% 8% 23% 44% 27% 22% 25% 20% 16% 6% 21% 45% 38% 30% 22% 17% 11% 8% 25% 48%48% 30% 26% 22% 16% US & Canada Europe Latin America Australia & New Zealand East Asia All regions peak after 8PM 42 Click to download this report in PowerPoint and Keynote formats

43. People mostly watch mobile videos at home • Home is the top location to watch mobile videos globally (78%) and especially in the US & Canada (89%). • US & Canadian consumers also watch mobile videos at other people’s home (37%), at work (33%), and at school/college (19%). % mobile video viewers who watched video by place of viewing Mobile video consumption by venue across global regions Source: onDevice, 2015 Global US & Canada Europe Latin America Australia & New Zealand East Asia Mobile Video Consumption 17%17%18%17%19%17% 19% 27%26% 22% 33% 24% 11% 33% 22%24% 37% 24% 82%81% 77%75% 89% 78% At own home At someone else's home At work At school/college/university People overwhelmingly prefer watching mobile videos at home 43 Click to download this report in PowerPoint and Keynote formats

45. Mobile Video Monetization 6.1 Are people willing to pay for mobile video? Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy Mobile Video Monetization Mobile Video Ads 45

46. Long form video viewers most likely to pay • Paying mobile video viewers make up a small niche (16%) and are more likely to be men (19%). • Daily or more frequent viewers of long form mobile video are most likely to pay to view on their mobile devices (23%). % mobile video viewers who paid to watch a video by gender & video length Paid mobile video consumption by demographic & video length Source: onDevice, 2015 Mobile Video Monetization 84% 16% Have paid to watch video on mobile Haven't paid to watch video on mobile 23% 18% 13% 19%Men Women Watch short form videos at least once a day Watch long form videos at least once a day Long form viewers most likely to pay 46 Click to download this report in PowerPoint and Keynote formats

47. US, Canada & East Asia drive paid mobile video • East Asian consumers are most likely to pay to watch mobile video (26%) followed by viewers in US & Canada (23%). % mobile video viewers who paid to watch video by region Paid mobile video consumption by region Source: onDevice, 2015 Mobile Video Monetization 26% 18% 13%14% 23% 16% Global US & Canada Europe Latin America Australia & New Zealand East Asia Consumers in East Asia and North America most likely to pay to watch mobile video 47 Click to download this report in PowerPoint and Keynote formats

48. Most people would watch ads to avoid paying • People are more wiling to watch free video with ads (78%) instead of paying to get rid of ads (23%). • People are most willing to pay for ad-free videos in North America (26%), East Asia (26%), and Australia & New Zealand (26%). % mobile video viewers who would pay to watch video with no ads Willingness to pay for ad-free mobile video by region Source: onDevice, 2015 Global US & Canada Europe Latin America Australia & New Zealand East Asia Mobile Video Monetization 7%9% 4%7%9%8% 15%17% 14%14%17%15% 78%74%82%79%74%78% Watch free mobile video with ads Pay a monthly subscription fee Pay for each mobile video 23% 26% 21% 18% 26% 26%Willing to Pay Watch ads to avoid paying 48 Click to download this report in PowerPoint and Keynote formats

50. Mobile Video Ads 6.2 What kind of ads do mobile video viewers want? Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy Mobile Video Monetization Mobile Video Ads 50

51. Video ads more noticeable than other ad types • Mobile video viewers notice video ads (44%) over sponsored messages (34%), pop-up ads (26%) and still images (24%). % mobile video viewers who watched an ad while viewing a video on their mobile Mobile ads noticed while viewing a video by type of ad Source: onDevice, 2015 Mobile Video Ads 12%13% 24%26% 34% 44% Video ads before, during or after “Sponsored by” messages Ad overlaid on screen during video Still image before or after video is played Other types of ad None of these Most people watch video ads while watching a video 51 Click to download this report in PowerPoint and Keynote formats

52. Video ads win people’s attention in the US • More than half (57%) of North American viewers noticed a video ad. • Half of all viewers (50%) in the Paciﬁc region paid attention to video ads played before, during, or after the video. % mobile video viewers who watched an ad while viewing a video on their mobile Mobile ads noticed while viewing a video by region Source: onDevice, 2015 US & Canada Europe Latin America Australia & New Zealand East Asia 33% 28% 22%22% 28% 27%26% 23% 27% 29% 34% 45% 31% 29% 47% 40% 50% 37% 44% 57% Video ads before, during or after “Sponsored by” messages Ad overlaid on screen during video Still image before or after video is played Mobile video viewers in English speaking regions are most likely to notice video ads Mobile Video Ads 52 Click to download this report in PowerPoint and Keynote formats

53. 66% 70% 67% 71% 60% 59% People recognize online video ads if seen on TV • Around two third (66%) of viewers recognized TV ads on mobile often or sometimes. • Viewers in Latin America are most likely to recognize a mobile video ad (71%) from TV. • Seven in ten (70%) viewers in the US and Canada also recognize TV ads when they see it online % mobile video viewers who noticed an ad from TV while watching video on mobile Noticing an ad seen on TV while watching mobile video Source: onDevice, 2015 Global US & Canada Europe Latin America Australia & New Zealand East Asia 22%23%30%29%27%28% 37%37% 41%38%43%38% 31%27% 20%23%19%24% 5%8%7%6%6%6% 5%5%3%5%6%5% I never watch TV Never Rarely Sometimes Often Often/Sometimes Mobile Video Ads 53 Click to download this report in PowerPoint and Keynote formats

54. Mobile video viewers want relevant ads • Most consumers want mobile video ads that are tailored to their viewing experience (82%) % of mobile video viewers by desired ad type Mobile video ad preference 18% 82% Tailored to my experience Not tailored at all Viewers want ads that match their experiences Mobile Video Ads Source: onDevice, 2015 54 Click to download this report in PowerPoint and Keynote formats

55. People wants ads relevant to videos they watch • Consumers globally want video ads relevant to the video being watched (34% US & Can, 25% UK, 27% LAM, 35% AUS/NZ, 28% EA). • Video viewing history was also an important factor in ad preference in the US & Canada (28%), Europe (28%), and LAM (21%). • Consumers would prefer watching ads from their favorite brands in Europe (17%) and East Asia (24%). % of mobile video viewers who desire given ad type by region Top three mobile video ad preferences by region Mobile Video Ads Source: onDevice, 2015 US & Canada Related to the video being watched 34% Related to my recent video history 28% Related to my location 24% Europe Related to the video being watched 25% Related to my recent video history 18% Related to my favorite brands 17% Latin America Related to the video being watched 27% Related to my recent video history 21% Related to my demographic 18% Australia & New Zealand Related to the video being watched 35% Related to sites you’ve visited online 21% Related to my recent video history 20% East Asia Related to the video being watched 28% Related to my favorite brands 24% Related to my daily routine 22% 55 Click to download this report in PowerPoint and Keynote formats

57. Mobile Video Advocacy 7 How do mobile viewers engage after watching a video? Mobile vs Desktop Video Sizing the Future of Mobile Video Mobile Video Growth Drivers Mobile Video Discovery Mobile Video Influence Mobile Video Consumption Mobile Video Advocacy 57

58. People engage on social media post viewing • Women more likely to engage on social media (74%) after viewing a mobile video compared to men (62%). • Men most likely to add & read comments (27%) while women most likely to follow show or creators on Facebook & Twitter (35%) % mobile video viewers who engage on social media after viewing a video by gender Social media engagement after viewing a mobile video by gender 24% 28% 21% 35% 74% 20% 27% 27% 23% 62% Male Female I engage on social media after watching a video I follow the show/creators on Facebook or Twitter I read online discussions and add my comments to video I watch the video again with my friends, family & relatives I post to Facebook and Twitter about the video I just watched Mobile Video Advocacy Source: IAB & GfK, 2015 Women more likely to engage on social media after viewing video Men most likely to add comments and read discussions Women most likely to follow the show/creators on social media 58 Click to download this report in PowerPoint and Keynote formats

59. Most people share mobile videos they view • People overwhelmingly share mobile videos after watching them (68%). • Mobile video viewers in US & Canada (75%) are most likely to share followed by those in Latin America (73%). % mobile video viewers who shared videos after viewing it Sharing mobile video after viewing it by region Source: onDevice, 2015 Global US & Canada Europe Latin America Australia & New Zealand East Asia 39%39% 27%32%25%32% 61%61% 73%68%75%68% Yes No Shared video on social media Mobile Video Advocacy 59 Click to download this report in PowerPoint and Keynote formats

60. Heavy advocates share mobile video every day • A third (33%) of mobile video viewers share the videos at least once a week. • More than one in ten (15%) are heavy advocates sharing mobile video everyday. % mobile video viewers who shared videos after viewing it Sharing mobile video after viewing it by region Source: onDevice, 2015 Mobile Video Advocacy 32%23%12%18%15% Daily Weekly Monthly Less frequently Don't share Weekly Advocates 33% 60 Light Advocates 23% Regular Advocates 45% Heavy Advocates 15% Click to download this report in PowerPoint and Keynote formats

61. Free, fast, and good quality videos drive advocacy • Consumers are motivated to share mobile videos that have good picture quality (40%), are free (38%), and stream fast (33%). • Consumers also take into account good sound quality (32%), wi-ﬁ availability (30%), and trustworthiness of source (29%). % of mobile video viewers who share mobile video after watching by reason for sharing Top six reasons that drive consumers to share mobile video online Mobile Video Ads Source: onDevice, 2015 Mobile Video Advocacy 29% 30% 32% 33% 38% 40%Good picture quality Free video content Fast streaming speed Good sound quality Connected via wi-ﬁ, not 3G Trustworthy source 61 Click to download this report in PowerPoint and Keynote formats

62. US video advocates most driven by price and quality • US mobile video viewers are most likely to share video if it’s free (51%), offer good picture (51%) and sound quality (48%). • Streaming speed (42%), wi-fi connection (40%), and trust towards source (34%) also play a key role. • Sharing is prominent in Australia & New Zealand driven by picture quality (46%), free content (44%), and streaming speed (40%). % of mobile video viewers who share mobile video after watching for given reason for sharing by region Top six reasons that drive consumers to share mobile video online by region Mobile Video Ads Source: onDevice, 2015 US & Canada Free video content 51% Good picture quality 51% Good sound quality 48% Fast streaming speed 42% Connected via wi-fi, not 3G 40% Trustworthy source 34% Europe Good picture quality 37% Free video content 34% Fast streaming speed 29% Good sound quality 29% Connected via wi-fi, not 3G 26% Trustworthy source 26% Latin America Good picture quality 39% Fast streaming speed 37% Good sound quality 35% Free video content 34% Trustworthy source 33% Connected via wi-fi, not 3G 30% Australia + New Zealand Good picture quality 46% Free video content 44% Fast streaming speed 40% Good sound quality 36% Connected via wi-fi, not 3G 36% Trustworthy source 29% East Asia Free video content 43% Good picture quality 38% Connected via wi-fi, not 3G 35% Fast streaming speed 32% Trustworthy source 29% Good sound quality 26% Mobile Video Advocacy 62 Click to download this report in PowerPoint and Keynote formats

The mobile video experience: A viewer’s journey from discovery to advocacy

The mobile video experience: A viewer’s journey from discovery to advocacy

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